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No matter how many departments your organization has, to your customers, it’s all the same business. They expect a cohesive experience across all touch-points with your company, regardless of whether it’s related to advertising, customer service, social presence, or the actual product or service you provide. The satisfaction of your customers, and thereby the success of your organization, depends in no small part on your ability to create a cohesive and consistently high-quality cross-channel experience. In this presentation, you will gain a better understanding of the different ways your customers might interact with your business. We will show how you can map out these touchpoints and help drive the creation of a cohesive experience across the various channels. We will show you how to navigate the political waters within your business to implement a true cross-channel design, which will build great experiences for your customers, regardless of how they are engaging with your business.
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Who is using your system? We know them.Evidence Driven Design
The Cross-Channel ExperiencePresented by Nick Finck
About Me
Photo by Jeff Croft - http://bit.ly/g0hPil
User Experience EvangelistBlink Interactive
Personal SiteNickFinck.com
Twitter@nickf
PhobiaNon-geeks
Overview
1) Definitions 2) Methods3) Tools4) Examples5) Q&A
90%
90% of businesses say the cross-channel experience is critical to their business’s success. - Foviance & Econsultancy, “Multi-channel Customer Experience Report”, Nov 2010
What is cross-channel experience design?
Cross-Channel Experience Design is the process of designing for all the touchpoints a person has with a business regardless of channel.
Wait! Aren’t you just talking about…- User Experience Design?- Customer Experience Design?- Service Design?
YES
“70% of US online customers research products online & purchase them offline.” - Forrester, “Profiling The Multichannel Customer”, July 2009
65% of search visitors are looking for further info on something they saw via another channel. - Andrea Resmini & Luca Rosati, “IA for Ubiquitous Ecologies”, 2007
“53% of mobile searches on Bing have local intent.” - Greg Sterling, Search Engine Land, November 2010
3 Types of Touchpoints
Static Touchpoints
Interactive Touchpoints
Human Touchpoints
You might think of your work in the context of a channel but your customers do not.
So how do we craft a good cross-channel experience?
Methods
Observe how people use it
Know the context of use
Attention to detail counts
Look for hacks
Follow the whole engagement
Learn the business processes
Understand how employees work
Tools
Audience
On Stage
Backstage
Support Processes & Systems
Customer Journey Map
Experience Map
Service Blueprint
Business
Not everyone’s boss is Michael Scott
…They are more like David Wallace.
We must break down the silos.
We must cross-pollenate
We must work more like a hive
…with a unified vision of what we’re trying to do.
Some Examples
Add a DVD to my queue on the website
Told me when to expect the DVD
DVDs arrives in the mail
…and I can tell them when something went wrong
Confirmed when they received the DVD
I can also stream movies on my Laptop
I can resume the movie on the web
…or through the app
…on Xbox, tablet, smartphone, laptop, or TV.
Asked me how my experience was afterwards
Compensated me when something went wrong
…and I can tell them when something went wrong
Cross-Channel touchpoints
1) Web2) Email3) Packaging4) Product5) Streaming Media6) Mobile
I wanted to get a mountain bike
So I researched them online
I wanted to test them in person
Photo by Hien Nguyen - http://bit.ly/ekeNdN
I headed to the store
They had many mountain bikes
…and a place to test them!
Cross-Channel touchpoints
1) Web2) Retail3) Product4) Sales Support5) Environment
So I wanted to watch Game of Thrones…
There is no way to add HBO on the web
So I went to Twitter…
HBO was added in no time
…and then, like magic, I had HBO.
Cross-Channel touchpoints
1) Web2) Click-To-Chat3) Social Media4) Broadcast Media
Thank You
Questions
Follow-up questions
• Consulting: BlinkInteractive.com• Personal: NickFinck.com• Email: nick@blinkinteractive.com• Twitter: @nickf
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